Buffalo Wild Wings Chief Marketing Officer Seth Freeman admits he has a man cave but that it isn’t as good as watching at the restaurant.
“It doesn’t give me the opportunity to enjoy football the way it is supposed to be watched,” Freeman says on the latest episode of Ad Age’s Marketer’s Brief podcast.
Freeman joined the chain in August 2018, months after it was acquired by Inspire Brands. He soon hired new agencies, the Martin Agency on creative and Mindshare on media. The football season ads are an extension of the brand’s messages introduced earlier this year around March Madness.
“Running wild with the heard is kind of the spirit of the idea of the campaign,” says Freeman.
There’s also marketing around a football prenup, a joking way for fans to make sure their significant others allow them to skip other obligations to watch games important to them.
Buffalo Wild Wings’ campaign breaks soon after Popeyes’ new fried chicken sandwich made headlines, including a bit of a Twitter war against leading chain Chick-fil-A, and shortages of the new product at Popeyes. “There absolutely are wars going on out there,” says Freeman.
At the same time, Wingstop is featuring whole wings, which include the wing and the flat, for the first time.